How to Set Your Therapy Fees Without Apologising for Them

Every new therapist I have supervised has, at some point, asked some version of the same question. What should I actually charge? Underneath that question is usually a quieter one. Am I allowed to charge this much when I still feel like I am figuring things out?

That hesitation is common because the belief sitting underneath it is that charging appropriately is somehow unethical. The doubt and guilt will follow you into every fee conversation you have for the rest of your career if you do not understand where it is coming from.

Where the guilt comes from

Many of us entered this field because we wanted to help, and every step along the way we are exposed to harmful money stories that state that being paid well and helping people are mutually exclusive. That you can either help people, OR find another job that pays you well. I’m here to tell you that is absolutely not the case. Why is it that other helping professionals (think doctors, dentist, lawyers) are not exposed to the same narrative, and are not judged for wanting to thrive financially while STILL helping people?

The bottom line is, a fee is not a measure of how much you care about a client. 

It is the structure that allows you to keep showing up, stay regulated, and do the work well for years rather than burning out in three.

What your fee actually needs to cover

Your fee is not just covering the hour in the session. It covers education costs, registration costs, insurance, supervision, ongoing continuing education, planning and preparing for session, writing up clinical notes and emails, taxes, pension, sick and vacation pay, and the slower months that happen every year. 

How to land on a number you can stand behind

Rather than asking what feels comfortable or what is most accessible for clients, which will almost always pull you toward underpricing, ask what is sustainable for the practice you want to be running in three years. 

My advice is always to figure out what you need to establish yourself as a successful practice first, before offering pro-bono or sliding scale rates.

Honestly, you cannot help anyone in the long run if you can’t even pay your own bills.

To get started in figuring out a sustainable therapy rate, I highly recommend you reading Julie Herres’ book “Profit First for Therapists” Herres, J. (2023) Profit First for Therapists: A Simple Framework for Financial Freedom Paperback, May 2 2023 *

Check out the book and other resources on our resources page. Click here

* The book listed here contains Amazon affiliate links. This means I may earn a small commission if you purchase through these links, at no additional cost to you. I only recommend books I genuinely believe are valuable for your practice.